Tourism Paid Media Cooperative

The Tourism Paid Media Cooperative or Co-op helps Colorado tourism partners maximize their advertising and marketing dollars through group purchasing of media buys. Group purchasing creates discounts, because prices become cheaper when they are purchased at a higher volume. 

The Colorado Tourism Office typically operates a summer and winter campaign. The summer campaign runs from March through the end of August. The winter campaign runs from mid October through the end of March. You can sign up to participate in one or both of these campaigns.

Under the Come to Life Colorado brand, these paid media plans measure conversions, partner referrals, and awareness through impressions. At the end of a campaign, you will receive a report that measures the co-op’s success against benchmarks.

Program benefits include:

  • access to agency creative services 
  • measurement strategies and tools
  • access to negotiated rates and premium inventory
  • increased savings with multi-channel tiers
  • affordable custom opportunities 
  • existing Colorado Tourism Office brand affinity
  • Colorado Tourism Office matching funds


Type: Marketing promotion

For: Tourism partners

Application period: March to August and October through March

OEDIT division: Colorado Tourism Office

To become eligible you will need to:

  • use the Come to Life template
  • follow Colorado Tourism Office brand standards
  • inform flighting, messaging, and imagery considerations
  • review and approve all creative before launch
  • have creative that links directly to your website

The Colorado Tourism Office can customize paid media cooperative opportunities to fit your needs. Customization includes:

  • seasonality
  • tiered investments
  • geofencing and in-state targeting
  • content alignment

Shared and dedicated email

Reach travelers through a one-to-one communication channel. This channel extends the Colorado Tourism Office’s reach by purchasing audience lists and custom publisher emails. Shared emails feature up to six partners in the same email. Dedicated emails feature only one partner or a group of partners who are collaborating.

Paid social media

Colorado Tourism Office social experts share relevant and engaging ads across partner social channels with a customized approach for partners to select audience targeting parameters and content.

Personalized sequential programmatic digital display

Partners benefit from Colorado’s custom audiences and hyper-targeted digital approach to reach consumers through a seamless sequential messaging strategy.

In-market mobile

Use geo-location to target consumers who have either visited in the past or are currently in destination to encourage consumers to go outside of their current location and introduce new things to do. This is a good tactic if you want to do regional or in-state targeting.

Online travel agency digital display

With the ability to reach consumers in the midst of trip planning and influence consumers through each stage of planning, online travel agencies can hyper-target with their proprietary data. Our partnership allows placements on Tripadvisor, which otherwise could have a hefty minimum spend requirement as a barrier for many destinations and attractions.

Travel programmatic digital display

Leverage travel data partner data offered through Sojern to target high-value consumers who have not booked their trip to Colorado and drive conversions to in-state partnerships.

Connected TV viewer retargeting

Reach consumers targeted by the Colorado Tourism Connected TV ads with partner messaging in HTML5 standard display ad format to engage consumers further into the details of trip planning.

You can participate at one of four paid media investment tiers. Every tier includes a match from the Colorado Tourism Office. Matching funds are limited and first-come, first-served.

Benefits by level

Media Tactic Tier 1 - $25,000 Tier 2 - $10,000 Tier 3 - $3,000 Tier 4 - $1,500
Paid Social X X X X
Email (Shared or Dedicated) X X X X
In-Market Mobile X X X  
Sojern Travel Programmatic Display X X    
Trip Advisor OTA Display X X    
MiQ Sequential Messaging X X    
Connected TV Display Retargeting X      
Content Inclusion X      
Total Value $59,800 $34,847 $17,250 $7,250

Tier 1

You will need to invest $25,000 and the Colorado Tourism Office will match $13,250. 

Placement Investment Value Estimated Impressions
eTarget Custom Dedicated Email (2x) $5,500.00 $7,500.00 1,000,000
Basis In-Market Mobile $5,000.00 $7,500.00 1,176,470
Sojern Travel Programmatic Display $4,750.00 $6,750.00 $791,666
Trip Advisor OTA Display $4,000.00 $4,800.00 800,000
MIQ Sequential Digital Display $7,000.00 $9,750.00 325,000
Amobee CTV Viewer Display Retargeting $8,000.00 $10,500.00 1,142,857
Branded Content Inclusion TBD TBD TBD
Paid Social (3x) $4,000.00 $4,500.00 2,000,000
Creative Services - $8,500.00 -
Wrap Report - - -

Tier 2

You will need to invest $10,000 and the Colorado Tourism Office will match $5,000.

Placement Investment Value Estimated Impressions
eTarget Shared Email (3x) $1,500.00 $11,250.00 1,500,000
Basis In-Market Mobile $2,500.00 $3,750.00 588,235
Sojern Travel Programmatic Display $3,000.00 $3,375.00 600,000
Trip Advisor OTA Display $3,500.00 $2,400.00 400,000
MIQ Sequential Digital Display $2,000.00 $4,772.00 159,091
Paid Social (2x) $2,500.00 $3,000.00 800,000
Creative Services - $6,300.00 -
Wrap Report - - -

Tier 3

You will need to invest $3,000 and the Colorado Tourism Office will match $3,000.

Placement Investment Value Estimated Impressions
eTarget Shared Email (2x) $2,000.00 $7,500.00 1,000,000
Basis In-Market Mobile $2,000.00 $3,750.00 235,294
Paid Social (1x) $2,000.00 $2,500.00 600,000
Creative Services - $3,500.00 -
Wrap Report - - -

Tier 4

You will need to invest $1,500 and the Colorado Tourism Office will match $1,500.

Placement Investment Value Estimated Impressions
eTarget Shared Email (1x) $1,500.00 $3,750.00 500,000
Paid Social (1x) $1,500.00 $2,000.00 450,000
Creative Services - $1,500.00 -
Wrap Report - - -

The Colorado Tourism Office will announce the opportunities to participate through an email. You can also email to express your interest.

The Colorado Tourism Office accepts all partners who are willing to participate. Matching funds are first-come, first-served. We will email you to let you know if you’ve received matching funds.

Program Manager

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